Marketing in the 80’s: Changes and Challenges is edited by Richard P. Bagozzi, David W. Cravens, Kenneth L. Bernhardt, Jospeh F. Hair Jr., Paul S. Busch, and Carol A. Scott. This volume is a compilation of proceedings presented at the 1980s Educators’ Conference. The papers focus on the problem and opportunities which would confront marketing in the 1980s. The collection of 124 papers are consolidated in five tracks: research methodology, public policy, marketing management, education, and consumer behavior.
Carol A. Scott
Carol A. Scott is Professor Emeritus of Marketing at UCLA Anderson School of Management. Dr. Scott focuses her research on marketing positioning strategies and customer analysis for marketing decisions. She has examined how and what consumers learn from their own consumption behavior and outside information sources, in particular how consumers form and change beliefs about marketplace characteristics. Her most recent project investigates issues related to brand equity and leverage of brand names.
Dr. Scott is a frequent author and lecturer and has served on the editorial board of the Journal of Consumer Research since 1980. She has served as a consultant to a variety of profit and nonprofit organizations on questions of marketing strategy, marketing positioning and marketing effectiveness. In addition, she is a member of the board of directors of United Online, Inc., Sizzler International, Inc. and Athena Medical Corporation.
Dr. Scott received her PhD in Marketing and her MS in Management from Northwestern University. She earned her BS in Education from the University of Texas at Austin.